So now that Foursquare Labs Inc. has two mobile apps, the newest version of the Foursquare namesake and the two-month-old Swarm, what do the moves mean to advertisers? Quite a bit. But let's start with its emerging mobile-social data.
Swarm's check-ins—formerly a Foursquare staple where consumers self-report if they are at a store, bar, diner, etc.—are being synced with Foursquare's combination of search, discovery and GPS-based location data to help target ads. In theory, the two apps will make each other's ads smarter.
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